AXE ‘SHOW THEM THE WAY’ Facebook Application

We gave you a heads up a few weeks ago for the much anticipated launch of ‘the sexiest application on Facbook’, theAXE Deodorant “Show Them The Way” Facebook App produced right here in Durban, South Africa, for client Unilever through Dubai-based advertising agency, Lowe Mena, in a creative collaboration between some of Durban’s ‘finest new media talent’; Gorilla Creative Media,Firstview Media and of course, iKind Media. A special thanks must go to the Durban University of Technology (DUT) Video Technology Department for coming on board with the provision of their television studios for the production.

This playful and flirtatious app entices user interaction with two gorgeous, inviting AXE models, Bonang Matheba and Jennifer Pietersen; encouraging the exploration of fun and sexy fantasy scenarios.

Jennifer Pietersen was featured in FHM’s 100 hottest women in the world for 2011, at no.2 in the world, and Bonang Matheba’s list of achievements include being the first black South African to feature on the cover of FHM. Bonang was also the first South African celebrity to be featured on the cover of an international magazine. She was recently voted the 4th sexiest woman alive in FHM’s top 100 sexiest women alive.

The AXE ‘Show Them The Way’ Facebook App is live online in either a conservative or risqué edition, dependent on the user’s geographic location, and is available throughout Africa and the Middle East including countries such as Kuwait, Saudi Arabia, Egypt, Morocco, Israel, Turkey, Kazakhstan, Georgia, Azerbaijan, Kenya, Angola, Congo, Nigeria, Ethiopia, Lebanon and South Africa.

Watch the web promo video above, check out a few ‘behind the scenes’ photos below and click the Facebook link to “SHOW THEM THE WAY”.

AXE Facebook App Credits
Production Post Production
Director Matt Nefdt Post Production Management Matt Nefdt
Director of Photograhy Devin Carter Offline Editor Devin Carter
Creative Director Nizar Swailem Online Editor Matt Nefdt
Creative Director Jordan Wallace VFX Matt Nefdt
Executive Producer Clint McLean Sound Design Andrew Sutherland
Line Producer Michael Nefdt
Production Accountant Levonne Nefdt Cast
Production Co-ordinator Clint McLean AXE Girl in Office Jennifer Pietersen
Location Co-ordinator Devin Carter AXE Girl in Bedroom Bonang Matheba
Account Director Sally Browne
Project Manager Michelle McEwan Web Development
Casting Co-ordinator Kelly Smith Interactive Director Shaun Dutton
Set Design Clint McLean Web co-ordinator Lize Labuschagne
Prop Master Dumisani Thethyayo
General Foreman Mike Shozi
Boom Operator Andrew Sutherland
Key Grip Marcus Hebbelmann
Production Assistants Ayanda Chonco, Sibusiso Ndimande, Treasure Nxumalo, Mbusisi Mtshali
Stills Photographer Barry Tuck
Make-up and Hair Alana-Jane Halgreen, Angela Wheeler, Jenna Love
Wardrobe Ariane Ferguson
Catering Co-ordinator Levonne Nefdt